There is an interesting trend in the world of analytics. Just like the big trend in social media is now "return of investment", the big trend in analytics is that we are beginning to question the value and accuracy of our metrics.

What we are realizing is that our impressive web statistics are not matching reality. You see this with paywalls and how no newspaper are able to reach their projections. You see it when with digital advertising, which isn't providing a positive return.

Something doesn't add up.

It is the same with the new real-time analytics solutions. They are extremely dangerous to use because they are not aligned with what really matters.

In this article, I'm going show you what the problem is and what you need you to do instead. I cannot give you a final solution, because none exists, but I will point you in the right direction. You should actively use your analytics to design your article to help you grow. You don't want to give everyone the same thing. A subscriber is vastly different from a one-time visitor who just clicked on a link.

Web Analytics is not designed with publishers in mind.

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